Spark 44 presentation from the London 2016 Festival of Marketing . Learn how the team delivered digital transformation at one of the world's most loved car brands

1. Implementing a Global Digital Backbone
October 2016

2. Implementing a Global Digital Backbone
• Introduction to Spark44
• The Business Problem
• Solving the Problem
• Conclusion
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4. Spark44 is the
first Global Agency-Client
Joint Venture Model
Introduction to Spark44

5. Holding Company
Key Account
Traditional model
In House
Matrix gridlock
Competing interests
Morale
Accountability
Speed to market
Muscle memory
Fatigue
Cost
Freshness
Breadth
Depth
Speed to Market
Talent Levels
Fatigue
Joint Venture
Shared Vision
Stake
Transparency
Motivation
Environment
Speed to market
Introduction to Spark44

6. Ad Creative
Digital Creative
CRM Creative
Web Site Design
Point of Sale
75
FTE
Capabilities
2011 4hubs:Establishing key agencies first to service Jaguar
Introduction to Spark44

7. Capabilities
2016: 960memberscovering all NSC´s and Importers Jaguar &Land Rover
960
FTE
Ad Creative
Digital Creative
CRM Creative
Web Site Design
Point of Sale
Retail Marketing
Owners Club
CRM
Web Site Content
Web Site
Maintenance
Social Media
Brochures
CRM Strategy
Academy of Sports
J Magazine
Corporate Sales
Fleet & Business
Customer Portal
Introduction to Spark44

8. Websites Ranked Psyma #1 and #2 for UK
Introduction to Spark44
AsofSeptember2016
Success highlights: #1

9. THE ONLY GLOBAL EFFIE IN AUTOMOTIVE
RecognizedbywinningtheGlobalEffiein2015
Introduction to Spark44
Success highlights: #2

10. The Business Problem

11. - 11 -
• Numerous overlapping
tools to organise, share
and distribute content
• Multiple sources of truth
– extra time/effort/cost to
locate and distribute
latest content
• Risk of error through
multiple data sources
• No integration between
tools
S44
PRODUCT
JLR
PRODUCT
S44 AM
S44
PLANNING/
RESOURCING
S44
CREATIVE
S44
STUDIO
S44
CONTENT
TEAM
S44
MARKET
TEAM
S44
TRANSLATO
RS
S44
COUNTRY
OFFICE
JLR
COUNTRY
MARKETING
Print, web/
digital
partners
S44 Finance
*Briefing
*Copywri ng
*Artworking,
web/digital
content
genera on
*Retouching
*Transla on
*Delivery,
web/digital
publishing
*Crea ve
Development
Current tools
TheHub
*Print, web/
digital
produc on
Current tools
The Business Problem

12. The Business Problem
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• Increasing demand for ‘digital’ content
– New Channels, greater mobile consumption…
• Greater client Globalisation and sales
– Double digit sales

13. The Business Problem
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Brief
Studio
Idea
Shoot
Live
Channel

14. Brief
Studio
Idea
Shoot
Live
Channel
The Business Problem
- 14 -
STORE
SUPPORTSHARE
SELL

15. The Business Problem
- 15 -
STORE
SUPPORTSHARE
SELL
Location for Briefs & Ideas
Production Workflow
Available for Global Use
Distribute Single Source of Truth

16. Solving the Problem
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17. Solving the Problem
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STORE
SARE
SUPPORTSHARE
SELL
A great number of great ideas some to be used,
some to be stored for another campaign
Development of an Digital Asset Management
system with tight security controls

18. Solving the Problem
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SUPPORT
STORE
SHARE
SELL
SARE
A sequence of activities handled by multiple teams
both on and off-site required to generate the content
Creation of a Workflow tool that can manage the
process steps, on-line edit notes, translation
requirements, and brochure development

19. Creation of an asset/file sharing tool, ensuring
speedy and secure sharing of content
Solving the Problem
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SHARE
STORE
SUPPORTSHARE
SELL
Distribution of the content across the various
channels

20. Global client intranet site leveraging the CMS
platform highlighting the marketing content and
activities running globally
Solving the Problem
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SELL
STORE
SUPPORTSHARE
Making available to the client the finished and
approved assets for other functions e.g. PR

21. Solving the Problem
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STORE
SUPPORTSHARE
SELL
Digital Asset Management
Workflow Management
Intranet sites
File-Sharing

22. What we’ve achieved in 9 months…
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6000+ Users 100K + Assets
Removed 30
weeks from
Brochure
Production
2 x New
Intranet
Websites
SSO Enabled
Brochure &
Translation
Workflow

23. Any Questions?
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